Message from the man behind the Iron Curtain
With the launch of DJ Mag’s annual Top100 voting, DJs and their agencies jumped up in an effort to get as much votes as possible. It’s still the most visible DJ popularity list out there, but the competition is creeping on them with numerous online and print media starting to gain relevance.
UMEK does not shy away from stating that year to year he invests in building his image via publicity campaigns. It is a reality that is present in any business and especially the growing EDM culture of today. This year UMEK wants to be more transport and share with you his fans and lovers of 1605 what he think of DJ Mag 100 and al the popularity contests out there.
Everyone acts as a rebel, stating that they don’t care about their rankings, but in the end all of us eagerly anticipate the event on ADE, where they announce the results. The rank doesn’t really influence my number of gigs, nor the price I can charge for my performance, but it still feels nice to see my name among the great 100. It’s an ego trip and everyone likes that, whether you are honest about it or not. Artists who rank on the very top, keep their mouths shut, because they are happy with the results, while I noticed most of the ranting from DJs who end on the bottom or are not on it at all. My guys shared those thoughts on social media and forums to test the response from the fans. It was mainly negative, so I’m really wondering how the contest still gets so much attention every year.«
Its true UMEK’s management takes good care that he’s constantly present on various DJ lists such as TopDeejays or The DJ list and support his nominations for DJ awards such as the Beatport’s Artist of the year award which he won twice. This is the role of artist mgmt and it is always a fine line that is walked when promoting/advertising. The dance music business is far from being underground, although a lot of artists still want to be ‘too cool for school’ and like to take themselves a bit more avantguard than they really are by giving the image they ignore the public recognition they get on popularity contests.
It is becoming more an more clear that dance music is irresistibly approaching red carpets, little golden statues and glitter of a mainstream entertainment business, whether diehard fans and DJs like it or not. In the end, something has to pay for those private jets, entourage and chilled Cristal.
Connect with Umek:
Latest UMEK releases:
UMEK, Groovebox – Cause And Effect [Toolroom] / http://snd.sc/12SxAdk
Parov Stelar – All Night (UMEK Remix)  / http://snd.sc/1azMrts
UMEK, Spektre – Klaxon  / http://snd.sc/13EThdE
UMEK, Mike Vale – Fluid Feel [Toolroom Records] / http://snd.sc/ZlUMif
UMEK – Love To Dance [Toolroom Records] / http://snd.sc/ZrK0Hl